Reach Further™ – RASM’s New Tagline

A Call to Action for Member Success

Every organization strives to stay relevant, build loyal relationships and serve its constituents. The REALTOR® Association of Sarasota and Manatee is no exception. In 2018, we embarked on a multi-year strategic program to engage our members and the public in measurable, more compelling ways.

RASM first started with the need to make better marketing and business decisions based on data. To that end, we launched the first of a biannual member satisfaction survey. We garnered 1,783 responses from this important survey. It identified more than 9 out of 10 are aligned with our mission. Not surprising, top RASM programs are tied to transactions (lockbox, forms, market statistics, etc.). What was insightful is that members also valued professional standards training, our website, weekly emails, our magazine. And this got us thinking.

If communication is the heartbeat of our relationships with members and the public, we need to do our very best at communicating. To add capacity and expert resources, we engaged a firm that specializes in brand development and marketing for associations, McKenna Design Group. Collaborating with RASM’s marketing team, McKenna Group re-engineered our email marketing, updated the look and feel of our website and enhanced our messaging. McKenna also pulled back the curtain, to say this—”RASM is much more than access to the MLS. Let’s show members and the public the value we bring and present it in a clear and invigorating way.”

“RASM is much more than access to the MLS. Let’s show members and the public the value we bring and present it in a clear and invigorating way.”

RASM CEO Jeff Arakelian adds, “the charge for RASM became clear. How do we turn passive members into passionate ones and passionate members into brand ambassadors?” Working with staff and leadership, we developed a new tagline to communicate an essential brand promise to our members “Reach Further.™”

To reach is to stretch, grasp and achieve — much like our members advancing their skills and gaining prosperity. Further is more, deeper and better. The tagline galvanizes RASM’s meetings, programs, and resources that enable member success.

Gina White, RASM Communications & Marketing Director underscores, “for consumers, this message solidifies the value RASM REALTORS® bring – resourceful, leaders, connected, part of the community, future-focused and professional.” With the right message in place, the tagline is the catalyst to fortify RASM programs and heighten engagement.

Investing in our brand matters because you matter. Building a stronger relationship and serving your needs is why we do what we do. Are you ready to Reach Further™and grow your business?